Barriers Against the Adoption of a Toy Packaging: Age and Gender as Characteristics of Targeting Children - Archive ouverte HAL Access content directly
Conference Papers Year : 2016

Barriers Against the Adoption of a Toy Packaging: Age and Gender as Characteristics of Targeting Children

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Abstract

This exploratory study aims to provide an explanation for the brakes to the adoption of toy-packaging targeting children and may be related to age and gender. In the light of 21 semi-structured interviews with children, we propose to identify the characteristics able to generate a targeting error and subsequently a negative affective response to the brand.
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Dates and versions

hal-02022310 , version 1 (17-02-2019)

Identifiers

  • HAL Id : hal-02022310 , version 1

Cite

Manel Mzoughi, Joël Bree. Barriers Against the Adoption of a Toy Packaging: Age and Gender as Characteristics of Targeting Children. 21st International Conference on Corporate and Marketing Communications, Apr 2016, London, United Kingdom. ⟨hal-02022310⟩
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